Top Web Publishers Pledge Bigger Ads | Adweek Top Web Publishers Pledge Bigger Ads | Adweek

Top Web Publishers Pledge Bigger Ads


The Web industry has agreed on a standard set of five ad specifications for display units, a "universal ad package" developed by the IAB in 2003. That's helped make the industry more efficient, but some have questioned whether such efficiency comes at the price of innovation.
"This hopefully will kick off a broad sweeping process to reinvent the medium as a better branding vehicle," Fogarty said. "[Advertisers] want stuff that's bold."
The move comes as more attention is paid to the death of creativity in much of online advertising. IAB CEO Randall Rothenberg has made improving interactive ad creativity a top priority for the industry.

The IAB created an agency advisory council to participate in the development of new ad standards, which Rothenberg last week said would likely include larger formats.

The IAB welcomed the OPA move. "The IAB believes that the OPA initiative can serve as a reminder that the Web is far more than a direct-response medium," the group said in a statement. "The IAB is working with our member companies, as well as marketers and agencies, on a strategic effort to reimagine display advertising so brands can fully leverage greater creativity and innovation in interactive advertising."
Some of the new units have already been put to use. The Times and WSJ have run versions of the pull-down unit for Apple recently on their Web sites.
Horan disputed the notion that the new focus on providing a larger canvas to advertisers would not come at the expense of users. Bigger ads could mean fewer on the page, she pointed out.
"We're trying to potentially reduce the clutter on the page," she said. "We're really trying to provide an experience where there isn't competition for the eyeballs. We're not going into this hoping this is more intrusive."